Designed the MVP signup flow, homepage, and crowdfunding page, alongside a landing page to attract aspiring fashion entrepreneurs, delivering smooth UX and an on-trend brand identity.
The project needed to balance both business and user needs. My objectives were to create a positive, user-friendly crowdfunding experience tailored to fashion founders, while building a visual identity that felt chic, reliable, and on-trend. I also wanted to showcase the top three MVP features in a clear and compelling way and increase signups and conversions through strong CTA design and a strategic page layout.
I combined market and user research to shape the foundation of the product. This included collecting over 500 screener survey responses and conducting five interviews with both first-time and experienced fashion founders. I performed competitor analysis of crowdfunding and fashion-specific platforms, then created personas and journey maps that highlighted common struggles such as lack of business knowledge, feelings of overwhelm, and the need for a supportive community. The key insight was that fashion entrepreneurs needed not just funding tools, but also guidance and reassurance to keep them moving forward.
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Based on research, I scoped the MVP around three essential features: a campaign snapshot with progress tracking and category tags, backer collaboration through interactive voting on product details, and a resource hub offering accessible guidance for new founders. To support adoption, I also designed a landing page that highlighted these features with inviting copy, clear visuals, and black CTA buttons that met accessibility standards.
The brand identity was designed to resonate with Gen Z and millennial audiences while ensuring accessibility. The logo used two half-circles forming an “S,” symbolizing both Style and support. The color palette shifted from purple to teal after accessibility testing for better contrast. For typography, I paired Monrope in headers to bring playfulness with Inter in body text for readability. Finally, I optimized responsive layouts for desktop, tablet, and mobile to ensure usability across all breakpoints.
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The result was a cohesive MVP and landing page experience that aligned with both user goals and business objectives. I gained hands-on experience in UX research, brand strategy, and conversion-focused UI design, while also learning the importance of narrowing scope. By focusing on the most impactful problems first, I created a solution that felt supportive, intuitive, and visually engaging for early adopters. Deliverables included personas, empathy maps, journey maps, an MVP feature roadmap, task flows, wireframes, high-fidelity mockups, and a complete brand identity system.
